A Content Marketing Tool Primer

Content marketing is preferred by many businesses because interesting content is better received by consumers than paid advertisements. When content comes with its own inherent value, the byproduct is stronger engagement with clients and prospects.

Many tools are available to support the components of a strong digital content marketing strategy, so this post is about tools you’ll need to run it effectively.

Recommendation and Aggregation

Without content, there is no content marketing. If you’re not a writer (which most small business professionals are not), you need timely and high-quality material from other sources. You’ll need to browse multiple trusted sources and read through articles for quality checks, or turn to a content recommendation or aggregator tool.

Free tools like Feedly or Flipboard aggregate recent content from your chosen sources, while paid-for services like Scoop.it and Curata will recommend content for your business to share on multiple channels.

Segmentation

Your audience likely consists of varied demographics and profiles, or at the very least, varied interests. You can maximize your engagement by sending each person the content most likely to interest them. Without a segmentation tool, you’ll have to create multiple email and social media campaigns for each of your segments.

Tools like Hubspot and Infusionsoft automate marketing to segmented groups, but be prepared: these software providers may overdeliver for smaller businesses and make your workflow more complicated.

Distribution

To compete in the digital marketplace, your content should appear on major social media sites, in email newsletters and on your blog or website. Manual distribution requires posting the same content on multiple channels, often several times a day, and sending emails to all contacts in your network.

Platforms like MailChimp, Constant Contact, ExactTarget and others enable you to create, schedule, and send mass emails. You can also schedule and post on social media with Hootsuite.

Display

When a viewer clicks through from an email, a social post or an article on your website, they’re brought to that publisher’s website. Eureka! You’ve achieved a goal – engagement!

But there’s a catch: now you’ve lost a viewer to a third-party source. If you could keep the viewer in your own branded web browser like Google Chrome or Internet Explorer, your business will have provided all the benefits of superior display and viewership of timely content, without losing readers to other websites.

Regrettably, content marketing tools for display mechanisms like this are few and far between, so most business end up sending the traffic of their clients and prospects to other websites.

Analytics

This is where the rubber meets the road.

To view the success of your digital content marketing and where you can improve, an analytics tool is a necessity. You should be able to understand what your audience reads, with whom they share, when and how they view content, and more details on their personal interaction with your digital presence.

Most social sharing and email sender services come with some analytics on anonymous clicks or who opened an email. For a website or a blog, you can use Google Analytics or use MixPanel’s robust dashboard to see more of that kind of data.

One Content Marketing Tool

To make content marketing more efficient, it seems you’d need Feed.ly to find content, Hootsuite to share it on social media, MailChimp to email it, and Google Analytics to view your website performance, which together sounds more complicated than efficient.

Or, you could use Vestorly. Find your content, stream it to any webpage, social profile or email newsletter, and then host it on your own branded display so you can keep your audience in one place and analyze their activity down to names, emails, and reading preferences. It’s your own branded search engine for content, and your own branded browser to display and measure it.

One tool removes overlapping functions, redundant workflow, and mounting costs. One dashboard means one login, one workflow, one subscription.

Most importantly, other tools ask you to pay for solutions not built for the specific needs of financial services professionals. Vestorly is built just for financial advisors, so there are no superfluous features and you don’t get overwhelmed by unnecessary gimmicks. Vestorly software delivers useful content and useful analytics in a compliant manner, providing what a financial advisor needs, on a small business budget.

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